Content Strategy Workshop for Contently Finance Summit

contently.com
Contently Executive Summit: Finance
APRIL 6, 2016
Content Strategy
Workshop
Rebecca Lieb
ANALYST | AUTHOR | ADVISOR | @LIEBLINK

“If you want to learn about a
culture, listen to the stories.  
If you want to change the
culture, change the stories.”
—MICHAEL MARGOLIS

3
CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB
Executive Summit: Finance
AgendaAgenda
• Content Marketing: What & Why?
• Organizing for Content
• Fostering a Culture of Content
• Converged Media: Paid, Owned & Earned
Media Integration
• Real-Time Marketing

We’re Tuning Out  
the Noise
Image by Mark Garbowski used with Attribution as directed by Creative Commons http://toomuchglass.net/2010/12/02/la-la-la-la/

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77% of Internet users do not engage with online
advertising. A shift from “push” to “pull”
marketing is imperative to brand survival.

6
A Need for “Rebalance”
• Advertising campaigns vs. continual initiatives
• New demands on marketing departments and the
enterprise
• Emerging technology allows any organization to
function as a media company

7
Shifting from “Push” to “Pull”
• Company culture
• Resources and staﬃng
• Budgets
• Service provider relationships
• Training
• Tools vs. strategy
• Advertising integration

What is  
Content Marketing?

9
Content marketing is a pull strategy— 
it’s the marketing of attraction.
 
It’s being there when consumers need you,  
and seek you out with relevant, educational,
helpful, compelling, engaging and sometimes
entertaining information.

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Three Types of Content Marketing
1. Entertains
2. Informs and Educates
3. Provides Utility

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1. Entertains — TD Bank
3. Provides Utility

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TD Bank’s Candid Camera-like
talking ATM machine campaign went
viral on YouTube with over 23.5M
views. ATM’s greet customers by
name, thank them for their business.
TD Bank’s Talking ATMs — #TDThanksYou

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1. Entertains
2. Informs and Educates — HR Block Block Talk
3. Provides Utility

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HR Block’s Block Talk

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1. Entertains
3. Provides Utility — Fidelity’s Financial Planning Tools;
Chase Quick Deposit

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Fidelity offers a free to use portfolio
of over 20 financial planning tools in
10 categories that aid in financial
planning, investments, savings, tax
planning, retirement and more.
Fidelity’s Financial Planning Tools

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Chase – Quick Deposit mobile app

Content Marketing vs.
Content Strategy

The Content Strategy  
Process is the Foundation of  
Content Marketing

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Content Strategy
The planning, development, and management of
informational content.
Content strategy must encompass content  
creation, repeatability, delivery, governance, ability
to achieve business goals by maximizing the  
impact of content.
• Is about repeatable frameworks
• Is what makes content marketing eﬀective
• Marketers don’t necessarily create content
strategies, but rather implement them.
Content Marketing
The creation and sharing of content for  
marketing purposes.
In digital channels, it refers to content that resides
on properties the brand owns (e.g., a website) or
largely controls from a content perspective (social
media channels, syndication).
• Earned and owned media
• Long-term initiatives vs. short-term campaigns
• New skills as publishers, producers and community
managers
• Evolution from advertisers to storytellers
Content Strategy vs. Content Marketing

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Content strategy plans for the creation, publication, and
governance of useful, usable content…The content strategist
must work to define not only which content will be published,
but why we’re publishing it in the first place. Otherwise, content
strategy isn’t strategy at all: it’s just a glorified production line
for content nobody really needs or wants.
— KRISTINA HALVORSON

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Content Strategy
The planning, development, and management of
informational content.
Content strategy must encompass content  
creation, repeatability, delivery, governance, ability
to achieve business goals by maximizing the  
impact of content.
• Is about repeatable frameworks
• Is what makes content marketing eﬀective
• Marketers don’t necessarily create content
strategies, but rather implement them.
Content Marketing
The creation and sharing of content for  
marketing purposes.
In digital channels, it refers to content that resides
on properties the brand owns (e.g., a website) or
largely controls from a content perspective (social
media channels, syndication).
• Earned and owned media
• Long-term initiatives vs. short-term campaigns
• New skills as publishers, producers and community
managers
• Evolution from advertisers to storytellers

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• Awareness
• Trust
• Donation/purchase Intent
• Word-of-mouth
• Customer Engagement
• Lower Acquisition Costs
Content Marketing Builds Stronger Brands

Organize for Content:
Harmoniously  
Conduct Content
Photo Credit: Toronto Symphony Orchestra

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Lead with Process:
• Create an empowered cross-functional governor or
governing body with executive support and/or
authority
• Locate and identify existing content and content
sources
• Identify dotted-line reports
Recommendations: Make Room for Content

27
Lead with Process:
• Create eﬃcient processes, approval systems and
schedules
• Create governance documentation (style, edit and
brand guides, personas, voice and tone guidelines,
editorial calendars)
• Integrate owned with paid and earned media

28
Lead with Process:
• Train: usually, varying programs for diﬀerent
stakeholders
• Plan beyond “hire a journalist.” Graphics, video, and
visual storytelling, and well as multiplatform
considerations
• Hire the right people, bring them in at the right time

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Mate with Technology:
• Be a technology stakeholder
• Include IT in governing structure for mutual
understanding of requirements
• Involve stakeholders in technology requirement
scoping

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Follow with Measurement:
• Deﬁne, then align, goals, measurement and KPIs
• Share and discuss results across stakeholders
• Constantly evaluate and redeﬁne KPIs and metrics
• Ensure content metrics aren’t at odds with
stakeholder’s individual goals

A Culture of Content exists when the content’s
importance is evangelized enterprise-wide, content is
shared and made accessible, creation and creativity  
are encouraged, and content ﬂows up and downstream,
as well as across divisions.

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A Culture of Content is a Content Engine

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• Listen for consumer insights  
across channels.
• Design content to unify the  
customer–brand experience.
• Assess all content for worthiness.
1. Customer Obsession Guides Content

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• Crystallize how the content supports  
the brand vision.
• Incorporate that vision into training  
and evangelism.
• Only publish content that supports  
the brand vision.
2. Align Content with Brand

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• Evangelize and test department-speciﬁc initiatives
to drive bottom-up support.
• Leverage cross-functional results and support to
drive top-down support.
• Both C-level and content leaders must reinforce an
ongoing culture of content.
3. Drive Content Leadership from Top Down  
and Bottom Up

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• Content leaders must lead the content evangelism.
• Articulate and demonstrate WIIFM, both bottom-up
and top-down.
• Commit to ongoing cross-functional evangelism,
support, communication, and optimization.
4. Culture Requires Constant Evangelism

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• Start with small, tightly scoped, inexpensive pilots.
• Listen, analyze, A/B test, optimize, and repeat.
• Take risks, fail forward, and apply lessons.
5. Test & Learn

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• Global must provide strategic oversight, support,
resources, and direction.
• Enable local teams with appropriate cultural,
linguistic, and contextual resources.
• Appoint regional and/or local content leaders to
scale training and ongoing evangelism.
6. Global Must Enable Local

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• Integrate across people: workﬂows, tool access,
collaboration, best-practice sharing
• Integrate across technology: data sets, systems,
third-party tools, analytics
• Integrate across media: paid, earned, owned,  
local, etc.
7. Integrate Across All Cultural Components

Paid & Earned  
Media Integration

42
Deﬁning Converged Media
Display, banner ads
Sponsored posts, ads
PPC ads
Pay per post blogging
F-Commerce

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What does this look like on Facebook?
Paid
Owned
Earned

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What does this look like on Twitter?
Paid
Owned
Earned

45
• Deﬁning Converged Media
• Converged Media Workﬂow
• Case Examples
Paid & Earned Media Integration

46
Execution Workﬂow:
Coordinating Paid, Owned, and
Earned as one orchestration

47
• Deﬁning Converged Media
• Converged Media Workﬂow
• Case Examples
Paid & Earned Media Integration

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Starbucks leverages real-time ad buys
Starbucks capitalized on Snowstorm
Nemo in with agile deployment of
social ads. Targeting Facebook and
Twitter conversations around the
blizzard, speciﬁcally rending ads for
viewers clicking on the hashtags
#Nemo and #blizzard and testing
diﬀerent copy, Starbucks’ real-time
social ads keep the brand highly
relevant.

49
Microsoft leverages ratings and reviews in ads
Microsoft partners with Bazaarvoice
to deploy paid advertisements with
user ratings and reviews. Microsoft
advertises with transparency;
shoppers click on the ads to learn
more from their peers.
Paid
Earned

50
Sharpie lets fans do the copywriting,  
promotes tweets as ads
Targeting teens interested in
creativity and self-expression,
Sharpie used Promoted Tweets.
Through Promoted Accounts, they
attracted an artistic following from
whose tweets were made more
Promoted Tweets. The campaign
helped Sharpie increase its following
by 6x at 1000 followers per day.

51
Nike crowdsources input for customized shoe
designs, merges media online and oﬀ-
Nike launched the NikeID campaign
(store, mobile app, community, etc.) to
enable customers to design their own
shoe and purchase it directly on their
mobile devices. Earned input inspires
owned assets (including the product
itself!), driving paid ads, online and  
oﬀ— including interactive billboard
experience in Times Square.

Real-Time Marketing:  
The Agility to Leverage ‘Now’

The strategy and practice of responding with
immediacy to external events and triggers. It’s
arguably the most relevant form of marketing,
achieved by listening to and/or anticipating  
consumer interests and needs.

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• Over half surveyed want a
response in <1 hour.
• 38% feel more negative about the
company if no response received.
Customers expect brands to respond  
in near-real time
Source: Lithium Technologies 2013

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Impacts marketing outcomes
Real-time marketing makes a diﬀerence
Source: GolinHarris, The Promises and Pitfalls of Real-Time Marketing. http://golinharris.com/#!/insights/real-time-marketing-research/
Turbocharges other marketing

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• “Surprise & delight”
• Right message at the right time
• Brand relevance
• Always-on
Beneﬁts of RTM

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Oreo: The RTM Poster Child

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• Plotting strategy & analysis
• Requires intensive preparation, training
• Potential for risk & reactivity
• Shift in mindset
• Risk of “culture-jacking”
RTM Challenges

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Kenneth Cole’s RTM #fail

The Six Primary Use Cases of
Real-Time Marketing

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Planned and Proactive
• Conferences, product launches,
media events, customer events,
etc.
• Advance prep of content strategy
and execution
• Staﬀ available to engage, react to
anticipated posts
• Few surprises
Use Case #1: Brand Events

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Salesforce Live, the app and
dedicated microsite also integrate
social feeds to drive (and monitor)
event conversation.
Salesforce uses Facebook app to stream
live brand events

64
Planned and Proactive
• Major media events, tradeshows
(e.g. SuperBowl, Emmys, etc.)
• Like brand events, “locked and
loaded” approach to content
strategy & execution
• Staﬀ available to engage, react to
anticipated posts
• Showcases brand voice, relevance
Use Case #2: Anticipated Events

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“We know we need freedom to
develop content on the ﬂy, but we
also need to know the guardrails if
anything should be escalated. There
are built-in parameters for each
campaign.”
—Sabrina Caluori VP Social Media & Performance
Marketing at HBO
HBO prepares content
for real-time relevance
during Emmys

66
Planned and Reactive
• GPS, NFC, or other sensor-based reaction
to location, action, or request
• Taps into location-based triggers which
prompt an oﬀer or action in real-time
• Internet of Things brings endless
possibilities with uncanny relevance in
real-time
• Right person, right content, right time,
right place
Use Case #3: Location/Object-Based

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MGM Resorts serves up recommendations
based on guests’ location, interests
MGM Resorts sends notiﬁcations for
nearby restaurants, shopping, show
deals, coupons, etc., via guests’
smartphones, based on geo-
location, loyalty member status, and
preferences.

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Planned and Reactive
• Branded actions occurring as a  
result of predictive analytics (e.g.
recommendations based on  
browsing history)
• Sometimes combined with other
marketing solutions’ data sets (e.g.
Marketing Automation)
• Accessibility will grow as data
solutions become easier to implement
Use Case #4: Predictive Analytics-Based

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Walgreens responds to in-store Foursquare
check-ins with scannable coupon

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Unplanned and Reactive
• Customer service, handling
complaints, community interactions,
crisis management, CRM, etc.
• Requires both reactive and
anticipatory work
• Triage workﬂow
• Crisis communications plan
• Determining what will be responded to  
and where
• Empowering staﬀ
• Coordination across functions
Use Case #5: Customer Interaction

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PretzelCrisps listens for those in need of a
snack, rewards them with a sample

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Unplanned and Reactive
• Reacting to unanticipated events  
(e.g. news) with a legitimate, relevant
message
• Diﬃcult to prepare for, often
emotionally charged events; acute
sensitivity required
• Risk of ‘culture-jacking’
• Established creative, collaborative,
and approval processes key to agility
Use Case #6: Breaking News

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Epicurious found itself backpeddling after
Boston Marathon #RTMFAIL

Twelve Steps to Prepare for  
Real-Time Marketing

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76
Build workﬂows
based on
positive and
negative
interactions

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Legal, Compliance & Risk
Legal? Legal’s not a problem.  
We have a great relationship with legal.
— SABRINA CALUORI, VP SOCIAL MEDIA & PERFORMANCE MARKETING, HBO

Thank you.
Rebecca Lieb
rebecca@rebeccalieb.com
rebeccalieb.com/blog
@lieblink

Content Strategy Workshop for Contently Finance Summit

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